Description

AdWords is an online advertising platform that was developed by Google where advertisers pay to display their content to web users who use the Google search engine. Google launched the AdWords platform in 2000 and is now Google’s main source of revenue, representing 96% of Google’s revenue in 2011 alone.

The AdWords’ system is based on cookies and keywords that are determined by advertisers, the system then uses these criteria to advertise content in ranked order by relevance. Services including pay-per-click (PPC) and cost-per-acquisition (CPA) advertising are offered by AdWords to help clients boost their ROI.

This course will help you to learn how Google Adwords works, what PPC is, the importance of correctly setting an AdWords budget, how to design a compelling ad, and how to make adjustments to increase success and ROI.

A History of AdWords

Soon after launching AdWords, Google introduced the AdWords self-service portal which allowed advertisers to manage their own AdWords campaigns. This was a change from the pay monthly service which Google created whereby they would set up and manage advertiser’s campaigns for them.

Google has made the term “keywords” a bit of a newfound buzzword during the rise of search marketing. They continually make updates to the system which scans online content for relevance; the updates mean they can also check for “keyword spamming” and plagiarism.

KEY LEARNING POINTS

Define Google AdWords and PPC

Set up keywords lists and groups

Find tracking and statistical information

Describe conversions from clickthroughs

Decide whether you will write your own ads or enlist help from third party companies